All Cadbury chocolate bars sold in multipacks will shrink by the end of 2021 to reduce their calorie count.
The owner Mondelez made this announcement.
The announcement revealed that popular treats including Crunchie, Twirl and Wispa bars will contain no more than 200 calories each when sold in a four-pack.
However, the price will stay the same as bars sold individually will not change.
Chocolate fans have however taken to Twitter to denounce what has been described as the latest example of what has become known as “shrinkflation”.
shrinkflation is when food manufacturers reduce the weight of their products without shrinking the price.
Speaking at the Mondelez International, UK managing director Louise Stigant, stressed the need to play their part in tackling obesity.
Stigant noted that the organisation is committed to doing so without compromising on consumer choice.
When asked why “single-serve” bars were unaffected, a spokesperson for Mondelez said the firm believed in “offering consumers different portion sizes for different occasions”.
The spokesperson confirmed that the list price for multipacks would not change.